Sustainability is inevitable – Even in Communications
As a communications agency, Green Pearls® has been supporting sustainable accommodations and destinations for over a decade, assisting them with their sustainability communications. In recent years, we have observed a variety of developments in sustainability communications and the factors associated with them, including some that have occurred rapidly.
Various studies consistently show that an increasing number of travelers plan to travel more sustainably or explicitly book sustainable accommodations for their next trip (Booking 2024). Given the existing demand, it would seem that communicating one’s sustainable initiatives and commitments to the outside world should be relatively straightforward. However, accusations of greenwashing continue to be levied against companies of all sizes, creating uncertainty, whether justified or not. A study conducted by the Nuremberg Institute for Market Decisions (NIM 2023) revealed that 70% of consumers would avoid a company accused of greenwashing. While the study focused on consumer goods, the findings can inform tourism businesses. For a hotel or vacation rental, such a collapse could have severe consequences.
Greenhushing – Better not to communicate at all …
What can I communicate? What is truly green? Am I committed enough? Do guests even care?
These questions are of greater long-term concern to the owners and operators of sustainable and environmentally conscious accommodation establishments. Before they make missteps that could result in negative publicity, they prefer not to communicate their commitment at all or only select aspects. In marketing, this phenomenon is referred to as ” greenhushing, ” which is defined as the concealment of one’s sustainable commitment out of fear of being accused of greenwashing. Another factor is the general attitude that sustainability should be a core value of a company in and of itself, rather than a marketing tool. While this approach is commendable, it is not sufficient in today’s market, where consumers are actively seeking sustainable options. In order to be seen, companies must communicate their commitment to sustainability. This is true for sustainability as well as for everything else.
Credibility and Transparency – Key Concepts for successful Sustainability Communication
We repeatedly receive feedback that our communication is authentic and therefore credible.
Naturhotel Outside
The insights shared by Daniel Ganzer, the owner of the nature and hiking hotel Outside in the Austrian Hohe Tauern National Park, are also reflected in the findings of various marketing studies (Deloitte 2023, NIM 2023). The authors of the NIM study indicate that consumers place the greatest trust in sustainability promises when the company making them appears credible.
Daniel Ganzer also addresses another crucial aspect: authenticity, or communication based on honesty and transparency. At Naturhotel Outside, this is conveyed, among other things, through a sustainability report that is published every two years and includes a future outlook.
Credibility, transparency, and authenticity – these are crucial concepts that are often challenging to grasp, particularly in the context of tourism communication.
We already mentioned credibility. The authors of the NIM (2023) study suggest that it can be achieved through certification, transparency, and cooperation with external stakeholders. Another consumer study (Deloitte 2023) indicates that investments in credibility are becoming increasingly important for the integrity of companies. The study also found that the German consumers surveyed tend to be skeptical of sustainable offers.
The solution is transparent and honest (and therefore authentic) communication. At the HUBERTUS Mountain Refugio, the team, led by owner Marc Traubel, has made a strategic decision to prioritize transparency, particularly in the area of sustainability communication. „We receive a high volume of positive feedback regarding our services through our guest feedback forms,” stated Anna Trenkle and Isabel Hirt from the HUBERTUS team. This also includes the guided tours of the hotel by the hosts, during which guests gain deep and personal insights into the development and commitment of the Allgäu wellness hotel. According to Trenkle and Hirt, explanations are of great importance to them. The guest should not only enjoy a relaxing stay but also change in a positive way. It is a balancing act between instruction and motivation. At HUBERTUS, this is achieved by promoting understanding among guests through workshops, information signs, and the aforementioned guided tours.
Too much Information: A balancing Act between Disclosure and Overload
Nearly 60% of respondents in a consumer study (Deloitte 2023) said that sustainable offerings are overwhelming due to a lack of transparency and information overload. At first glance, this sounds like a paradox, but a closer look reveals one of the biggest challenges in sustainability communication. Especially in tourism. The key question is How much information can and should I give my potential guests without over- or underchallenging them?
In the first instance, the guest shuts down; the information overload is intransparent: Perhaps the company is trying to hide something in this flood of information? In the second, under-stimulation, the „lack” of facts can undermine credibility. The suspicion of greenwashing is quickly raised.
The issue of sustainability in tourism is undoubtedly complex and not all guests have the time, inclination, or capacity to deal with the various issues in depth. The quantity and type of information provided by individual hotels on their websites, conveyed via external providers and agencies such as Green Pearls®, or conveyed in person on-site ultimately depends on the hotel’s guest structure. If, for example, guest surveys and feedback forms indicate that, as in the case of the SAND lifestyle hotel on the German Baltic coast, nearly 72% of guests book because of sustainability, communication can become more complex, as the guests are interested in it.
In many cases, however, the element of surprise can also be an advantage. „Our guests are surprised and delighted by what we do, and they encourage us to continue,” says Ursula Wagner of the Gerbehof Nature Resort on Lake Constance. The team capitalizes on this surprise and the associated boost in motivation to initiate conversations and provide guidance on how everyone can contribute and implement small-scale improvements to make a positive impact.
The Responsibility of Multipliers
It is important to place sustainability in tourism in the right context and not to compare it with other sectors or circumstances.
Hotel Klosterbräu
Sustainability communication originates not only with the hotels themselves, but is also disseminated, transmitted, and interpreted by other parties. Journalists and bloggers play a pivotal role in communicating sustainability in tourism. The honest presentation of information and authentic experiences in their reports on sustainable tourism is of paramount importance, according to Alexandra Huber of Hotel My Arbor near Brixen, South Tyrol. „This authenticity allows us to openly address both the positive aspects and the challenges and development potential in order to convey a holistic picture,” she adds.
It is not a matter of not criticizing or denouncing greenwashing. Particularly hotels and vacation homes that have been committed to sustainability for years are suffering from the flood of „eco” hotels that adorn themselves with greenwashed statements and the famous beehives on the roof. Instead, journalists should be realistic about what is possible in terms of sustainability, says Alexander Thurm from the Hotel Das Rübezahl in Schwangau. At the same time, everything has to be questioned to counteract greenwashing.
